Flight Centre cements online focus

Flight Centre cements online focus

Flight Centre Travel Group have created a new global leadership position to bolster its digital offerings and future growth following the launch of online brands including StudentUniverse, BYOjet.com and the soon to launch Aunt Betty division.

The group hired within and promoted StudentUniverse’s managing director, 34 year old Atle Skalleberg into the new role of chief digital officer (CDO).

“Having a global digital leader will help us develop and execute on a clear digital commerce strategy, build a world class team and drive the digital transformation that will propel online and mobile services as part of our blended travel strategy,” FLT MD Graham Turner said.

Atle, who will work with teams in Boston and Brisbane, will “play a central role in setting FLT’s strategies and improving the group’s digital commerce capabilities – including its online presence, user experiences and booking services – to help the company become the global leader in blending offline and online travel services and meet the demands of tech-savvy leisure travellers,” according to the company.

In addition to acquiring StudentUniverse and BYOjet.com during the 2015/16 fiscal year, FLT has developed a start-up virtual travel agency business, Aunt Betty which will officially launch next month and target the online holiday package market.

“The StudentUniverse acquisition became a catalyst for digital change management,” Turner said.

“Our enhanced digital capability, together with our previously signaled investments in customer relationship management and mid office systems, will see us perfectly positioned to be the global leader in providing seamlessly blended offline and online shopping experiences that allow customers to transact or interact with us when and how they want.”

Overall, FLT expects to generate in the order of $1 Billion in TTV from its new and established leisure travel websites during the 2016/17 fiscal year.

Latest News